- Lead and own the Martech ecosystem, customer data platforms, campaign orchestration, and marketing analytics for BOBCARD's digital credit card business - driving measurable improvements across acquisition, activation, cross-sell, and customer lifecycle engagement.

- Own and lead the Martech and Digital Customer Platform ecosystem for BOBCARD - covering Customer Data Platform (CDP), campaign management systems, personalization engines, marketing automation, attribution tools, lead management systems (LMS), and marketing analytics infrastructure.

- Define and execute the Martech product roadmap in alignment with BOBCARD's digital acquisition, activation, cross-sell, and retention objectives - prioritizing platform investments that deliver measurable marketing ROI.

- Lead implementation, integration, and continuous optimization of the Martech stack, ensuring seamless data flow between CDP, campaign management systems, LOS, CRM, digital channels (app, web, WhatsApp)

- Design and manage customer data and segmentation frameworks - enabling real-time targeting, behavioural personalization, propensity-model-based campaign triggers, and cross-channel engagement at scale across the credit card customer base.

- Drive customer activation programs for newly onboarded cardholders and manage lifecycle engagement campaigns across spend stimulation, EMI conversion, cross-sell (insurance, add-on cards, limit enhancement), and retention/win-back initiatives.

- Own campaign orchestration and automation - defining journey maps, trigger logic, frequency caps, suppression lists, and channel mix (push, SMS, email, WhatsApp, in-app, RCS) for all Martech-driven campaigns.

- Build and manage marketing analytics capabilities - including campaign attribution modelling (multi-touch, last-click, data-driven), A/B testing frameworks, funnel analytics, BI dashboards, and conversion optimization tools.

- Establish governance over Martech platform operations - including UAT processes, release management, integration change control, data quality monitoring, and SLA adherence for all marketing technology platforms.

- Ensure compliance with regulatory requirements, data privacy norms (DPDP Act, RBI guidelines), consent management standards, and audit guidelines applicable to digital marketing in the NBFC/credit card business.

- Manage Martech vendors and marketing technology partners - including commercial negotiations, contract management, performance reviews, platform SLA enforcement, and evaluation of new technology solutions.

- Collaborate with IT, Business, Risk, Operations, Compliance, and Performance Marketing teams to align Martech initiatives with enterprise architecture, business growth goals, and control frameworks.

- Manage Martech budgets and investment plans - ensuring optimal allocation across platform licenses, integration costs, analytics tools, and agency/vendor spends with measurable returns.

- Build, manage, and mentor a high-performing Martech, Digital Marketing Technology, and Analytics team - defining team structure, hiring roadmap, and capability development plans.

- Identify and evaluate emerging Martech innovations - including AI-driven personalization, generative AI for content/campaign creation, predictive analytics, and real-time decisioning engines - and drive adoption where relevant to BOBCARD's growth strategy.

Job specific skills :

Applicants should possess the following attributes :

- Strong knowledge of the credit card issuing business, digital acquisition funnels, and customer lifecycle management - including sourcing, onboarding, activation, spend stimulation, cross-sell, and retention/churn management.

- Proven hands-on experience managing a Martech stack in a financial service, NBFC, or fintech environment - specifically with platforms such as Salesforce Marketing Cloud, MoEngage, CleverTap, Netcore, Adobe Campaign, or equivalent campaign management and CDP solutions.

- Deep expertise in Customer Data Platforms (CDP) - including data ingestion, identity resolution, audience segmentation, real-time event streaming, and activation across paid and owned channels.

- Strong understanding of campaign orchestration and marketing automation - including journey design, trigger-based workflows, frequency capping, suppression logic, A/B testing, and multi-channel campaign execution (push, SMS, email, WhatsApp, in-app, RCS).

- Expertise in marketing analytics and attribution modelling - including multi-touch attribution, incrementality testing, funnel analysis, campaign performance tracking, and BI tool usage (Tableau, Power BI, Looker, or equivalent).

- Working knowledge of API integrations, data pipelines, and platform interoperability - able to lead technical discussions on Martech integration architecture with IT and vendor teams without requiring deep coding expertise.

- Strong understanding of performance marketing technology - including integration of Martech platforms with Google Ads, Meta, programmatic DSPs, affiliate networks, and lead aggregators to enable closed-loop attribution.

- Experience with personalization engines and real-time decisioning - including rule-based and ML-model-driven personalization for web, app, and communication channels.

- Sound knowledge of regulatory, compliance, and data privacy frameworks applicable to digital marketing in NBFC/credit card businesses - including RBI Master Directions on Credit Cards, DPDP Act, TRAI DLT guidelines, and consent management requirements.

- Experience in managing cross-functional digital programs involving Business, IT, Risk, Operations, Compliance, and external agency/technology partners.

- Strong analytical and problem-solving skills - ability to define KPI frameworks, interpret campaign performance data, run A/B test analyses, and convert insights into actionable Martech or campaign optimizations.

- Excellent leadership, people management, and stakeholder communication skills - able to present Martech roadmaps, platform business cases, and performance dashboards to senior leadership and cross-functional teams.

- Results-oriented mindset with ability to balance marketing effectiveness, customer experience, platform scalability, and regulatory compliance - comfortable with high-velocity digital environments.

Educational Qualifications :

- Any Graduate / Post Graduation / Professional Qualification

- MBA (Marketing / Technology / Data Science) preferred

- Experience in Martech, digital marketing technology, or marketing analytics in a hands-on platform ownership or Martech leadership role within banking, NBFC, fintech, or digital-first financial services preferred.

Minimum Experience :

- 12+ Years with Graduation Qualification; 8+ Years with Post Graduate (Full Time)/ professional qualification.